Fictional “parenta-life” coach Dr. Rick is at it again with a couple of new Progressive Insurance spots directed by Martin Granger of Moxie Pictures for Arnold Worldwide, including this one titled “Elevator.”
In this :30, Dr. Rick uses the experience of riding in a crowded elevator as a learning opportunity. Avoiding small talk and facing the doors with the rest of the crowd may seem like simple tasks, but they can be especially hard for young homeowners. Luckily, Dr. Rick is up for the challenge.
“The executions in this campaign that really demolish are the ones that manage to be universal and totally unexpected,” said Arnold chief creative officer Sean McBride, who added, “Before I read the elevator script, I’d never considered for a moment how a parent behaves in an elevator. But by the time I got to the second joke, I’m nodding and laughing.”
CreditsClient Progressive Insurance Agency Arnold Worldwide Sean McBride, chief creative officer; Gregg Nelson, Mike Sullivan, SVPs, group creative directors; Diana Friedman, sr. art director; Evan Hohenwarter, sr. copywriter; Sean Vernaglia, Maria Torres, broadcast producers. Production Moxie Pictures Martin Granger, director; Heidi Soltesz, line producer. Editorial Cosmo Street Aaron Langley, editor. VFX Zero VFX Sound Design Soundtrack Group Mike Secher, sound designer. Music JSM Music Color The Color Refinery Rob Bessette, colorist.
NHS England, M&C Saatchi UK, Director Tom Tagholm Team On PSA Highlighting The Overlooked Signs Of A Stroke
National Health Service (NHS) England has unveiled a multichannel campaign, “Act FAST,” to raise awareness of the individual signs of a stroke and get people to call 999 as soon as they suspect they may be experiencing any one symptom. The push, which is part of the ongoing “Help Us, Help You” campaign, was developed in partnership with M&C Saatchi UK.
The campaign depicts everyday situations where everything might seem relatively normal, but where there’s the sign of someone experiencing a stroke.
A key component of the campaign is this :30--directed by Tom Tagholm of Various Films--which sets up the idea that initially, a stroke might not seem like much, highlighting key symptoms: from struggling to use a paint roller, to not being able to smile when watching TV, to slurring your speech when reading a story to your grandchild. The PSA emphasizes that time is critical, ending with the line: “Face or arm or speech, at the first sign, it’s time to call 999.”
Jo Bacon, Group CEO, M&C Saatchi UK, said, “We want to ensure people take action on the first symptom, rather than waiting for more conclusive signs. To help them understand that even when everything seems normal, something serious might be happening.”
Matt Lee, executive creative director, M&C Saatchi UK, commented: “This is important work. We wanted to explore that precise moment when your world shifts, quietly yet powerfully, off its axis during a stroke. We highlight how a tiny external moment can actually be seismic—an extraordinary gear change, framed in a really ordinary way.”
Director Tagholm shared, “My Dad suffered a stroke a few years ago and was saved from the worst by acting quickly, and by the work of the NHS. So there’s... Read More